Bid keyword suggestion in sponsored search based on competitiveness and relevance

• Published in: Information processing & management Vol. 50; no. 4; pp. 508 - 523
• Main Authors: Zhang, Ying, Zhang, Weinan, Gao, Bin, Yuan, Xiaojie, Liu, Tie-Yan
• Format: Journal Article
• Language: English
• Published: Kidlington Elsevier Ltd 01.07.2014; Elsevier; Elsevier Science Ltd
• Subjects: Advertising; Advertising revenue; Bid keyword suggestion; Bid optimization; Data processing; Exact sciences and technology; Information and communication sciences; Information processing and retrieval; Information retrieval systems. Information and document management system; Information retrieval. Man machine relationship; Information science. Documentation; Integer programming; Keywords; Online advertising; Optimization; Queries; Research process. Evaluation; Revenues; Sciences and techniques of general use; Search engines; Searching; Shot; Simulation; Sponsored search; Studies; Bid keyword suggestion; Bid optimization; Sponsored search; Relevance; Keyword; Competitiveness; Optimization

•We perform a comprehensive study on keyword bidding in sponsored search.•We propose a competitiveness and relevance-based bid keyword suggestion method.•We model bid keyword suggestion as a mixed integer optimization problem.•Experiments demonstrate the effectiveness of our proposed method. In spon...